Final Customer Purchasing from the Product Producer

Use Steps: Use steps include all the customer's value added activities or the consumption of the product itself. These steps include all the costs the customer incurs in employing the product in its intended use.

2. Emotional: Segment customers according to the personal emotional needs of the segment.

B. Needs to avoid sources of anxiety

3. Economic limitations: Segment customers according to the limitations set by their economic interests and concerns

Segment's approaches to limit on spending
Segments who might face psychological spending limits

Preferences for or against rebates, coupons and points

No. SIC Year Note
1 5812 2003 Starbucks will be releasing a Visa card that features a reloadable stored value Starbucks card and works like a debit card. Each time the card is used the customer amasses rebates that can be spent at outlets in North America. Starbucks can thus pick up sales as consumers earn rewards to spend at the stores. 11 million cards have been activated since 2001 and 11% of store transactions are through the card.
2 6141 2004 The Diners Club Card, a high-end charge card known for its flexible rewards program soon will be able to rack up more points by taking advantage of a greatly expanded merchant network.
3 6141 2005 To take advantage of the news that consumer spending was increasing, American Express sharply ramped up promotions and reward programs for the holders of its cards.

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